ISBN:
9781137276346
Language:
English
Pages:
Online-Ressource (XII, 219 S.)
,
Ill.
Parallel Title:
Print version From Chinese Brand Culture to Global Brands : Insights from aesthetics, fashion and history
DDC:
303.482
Keywords:
Management
;
Electronic books
;
Electronic books
Abstract:
〈SPAN style=""FONT-STYLE: italic""〉From Chinese Brand Culture to Global Brands〈/SPAN〉 examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance
Description / Table of Contents:
Cover; Contents; List of Figures and Tables; About the Authors; Acknowledgments; Introduction; Chinese branding in the global marketplace; From managerial insights to Chinese brand case studies; Getting started: The emergence of three case studies; Branding and fashion: Some initial insights; Emerging global brands; How this book is organized; 1 Global Branding, Fashion Systems, and Historical Culture; Exploring brands in their cultural context; Managerial perspectives on global branding; Global brand standardization/adaptation
Description / Table of Contents:
The managerial perspective of global branding in the Chinese contextBrand culture and the cultural approach to global branding; The use of historical culture and mythmaking in global brand development; The sacred space of brand myth; Myths in global brand development; Brand identity and consumer identity; Brand image and the imagined community; Brand culture in the Chinese context; Global vs. local; Fashion and fashion systems in the development of global consumer culture; Fashion discourse, symbolic production, and consumption of fashion goods; Fashion and myth-making
Description / Table of Contents:
Global consumer culture and fashion systemsGlobal consumer culture in the Chinese context; 2 Jay Chou, Pop Star: Chinese Aesthetics and Contemporary Trends; Branding and aesthetics; Jay Chou, Chinese music, and marketing; The Imagined China as modern-cultured Chinese features; The Imagined China via the representation of historical Chinese culture and sacred meaning; A hybrid image: The Imagined China via the representation of historical Chinese culture and fashion discourses; The sacred feature of Jay Chou's hybrid image; The fashionable features of Jay Chou's hybrid brand image
Description / Table of Contents:
The Imagined China and the representation of historical Chinese cultureThe Imagined China, brand actors, and Jay Chou's global hybrid image; Jay Chou: Strategic use of Chinese culture; 3 The 2008 Beijing Olympics Opening Ceremony: Branding China for the World; Global brand mythologies: Developing a new identity; Authenticity, nostalgia, and hyperreality; A fashionable identity; Chinese identity anxiety; Identity anxiety and brand development; Imaging the new Apsaras of a modern China; Zhang Yimou: Extending the global Chinese myth market; Public discourses of the Opening Ceremony
Description / Table of Contents:
Fashion and the global mythGlobal myths and Chinese culture; 4 Shanghai Tang: A Chinese Luxury Brand with Global Ambitions; The significance of design; The myth of the modern Chinese lifestyle; Distinctive cosmopolitan identity projection through Chinese cultural codes and global fashion resources; A ladder for success; Follow the monkey: Anti-fashion and anti-brand attitudes; A reflective, authentic reservoir of historical Chinese references; The dialectical ambivalence of the erotic and the chaste; A lexicon of Chinese symbols
Description / Table of Contents:
Strategically satisfying global consumers: Identity and social dependency
Note:
Description based upon print version of record
URL:
Volltext
(lizenzpflichtig)
Permalink
